MOBILE MARKETING

Presented bySUFYAN PS7 CSNO:16

CONTENTCONTENT

What is Mobile Marketing?What is Mobile Marketing?Why Mobile Marketing?Why Mobile Marketing?Types of M-Marketing: Push & Pull ServiceTypes of M-Marketing: Push & Pull ServiceWhy it is the right time?Why it is the right time?Case Study and Solution SampleCase Study and Solution SampleBest Practice and 10 Rules for High-Response Best Practice and 10 Rules for High-Response

Mobile Marketing Mobile Marketing Campaign

What is M-marketing

mobile phones, PDAs or (rarely) Laptop Computers.

SMS, Multimedia Messaging Service, Bluetooth,

WLAN, Infrared (IRDA)

fastest growing and most targetable marketing method

s.

CONTENTCONTENT

What is Mobile Marketing?What is Mobile Marketing?Why Mobile Marketing?Why Mobile Marketing?Types of M-Marketing: Push & Pull ServiceTypes of M-Marketing: Push & Pull ServiceWhy it is the right time?Why it is the right time?Case Study and Solution SampleCase Study and Solution SampleBest Practice and 10 Rules for High-Response Best Practice and 10 Rules for High-Response

Mobile Marketing CampaignMobile Marketing Campaign

Why is Mobile Device So Why is Mobile Device So Effective?Effective?

• Cost Effective

• High Reach

• High Response to Calls-to-Action

• Immediacy

• Automation

• Reliable

• Message Reporting

• Personal and Discreet

• Customization

CONTENTCONTENT

• What is Mobile Marketing?What is Mobile Marketing?

• Why Mobile Marketing?Why Mobile Marketing?

• Types of M-Marketing: Push & Pull ServiceTypes of M-Marketing: Push & Pull Service

• Why it is the right time?Why it is the right time?

• Case Study and Solution SampleCase Study and Solution Sample

• Best Practice and 10 Rules for High-Response Mobile Best Practice and 10 Rules for High-Response Mobile

Marketing CampaignMarketing Campaign

Why Pull

• The consumer decide when, where and what• Can be integrated with traditional channels• Moves the consumer from passive to active• Drive traffic to stores• Can be used for opt-in and builds database• Can be used for opt-out• Personalization and location-base is available

SMS/MMS-based Pull (MO)

Send SMS to get a mobile coupon or promo

WTSTM

SMS Short CodeM-coupon / promo

SMS / MMS

Pull Scenarios (MO)

Integrating Promo/m-Coupons/Quizzes in various media

• Billboards & roadside signs• Newspapers / magazines• TV / Radio• Direct Mailing• Catalogs• POS Advertising

Why Push?

• The most personalized channel to the consumer• Considers consumer’s preferences:• What, When, Where, How Many, Format and

more• Can be launched in seconds• Targets selected audience• Drives traffic to stores on specific hours• Less expensive than any other channels• The highest response rate

Personalized Mobile Marketing Campaign

Support multiple cellular protocols:

• SMS• MMS• WAP Push

WTSTM Campaign Manager

Retired

Businessmen

Youth

SMS

SMS

SMS

Redeem

Redeem

Redeem

Why Interactive?

• The consumer decides to participate

• Can be integrated with traditional channels

• A powerful tool to move consumers from passive to active

• For brand awareness

• To build consumers database

• To collect information about the consumers

CONTENTCONTENT

• What is Mobile Marketing?• Why Mobile Marketing?• Types of M-Marketing: Push & Pull Service• Why it is the right time?• Case Study and Solution Sample• Best Practice and 10 Rules for High-Response

Mobile Marketing Campaign

Why It’s Right for Today’s Tough Climate

1) Mobile Marketing Delivers Great Return on Investment

With the economy putting pressure on companies to get more impact for every dollar they spend, mobile marketing delivers great “bang for your buck” value.

Why It’s Right for Today’s Tough Climate

2) Mobile Marketing Reaches Customer and Employee Audiences Without Asking Them to Travel

“direct-to-audience” approach brings the experience right to the audience

Why It’s Right for Today’s Tough Climate

3) Mobile Marketing Delivers Great Return on ImpressionsIn tough economic times, it’s vital to make every brand impression count. Mobile marketing does that by giving brands the enhanced impact of “experiential” impressions – plus their audiences’ exclusive mindshare amidst an otherwise cluttered brandscape.

M-Marketing benefits for corporate customers

• Move consumer from passive to active mode• Ideal for different marketing goals:

– New product launch– Drive sales– Customer acquisition– Branding, positioning brand as innovative– CRM, build mobile community– Collect customer data– Build profiled database of ‘right’ customers

• Increase ROI of overall marketing campaign

CONTENTCONTENT

• What is Mobile Marketing?• Why Mobile Marketing?• Types of M-Marketing: Push & Pull Service• Why it is the right time?• Case Study and Solution Sample• Best Practice and 10 Rules for High-Response

Mobile Marketing Campaign

Case Study

Look for SMS promo signage on Colgate shelves and displays, e.g.

SMS

Buy two

Tubes in September

Send an SMS with the code number to Wunderman

678-XXXX

And take part in a

Prize-draw

First Prize Dream Holiday！

Interface and support the promo from

www.colgate.ru

Find a SMS code number SMS34AB27

M-Marketing campaign success• Coca-Cola COOL Summer in Beijing

– Guess highest temperature of the day, win mobile phone everyday

– Proven result: rband enhancement of Coke as “Cool” & “Refreshing”/50,000 coke ringtone downloaded/4 million SMS in 3 months

• Novartis Hay Fever Pollen Alert in UK– Pollen count daily SMS alert to 12 million

sufferers sponsored by Aller-eze nasal spray for one month, after that charged 10p per SMS

– Proven result: 91% subscribe/56% willing to pay the service

• The “Hollywood project” SMS interactivity at the UN World Summit at Jet d’Eau, Geneva in 2003

Corporate SMS

From Sarin

You’re invited to Home Decoration Event on Saturday 23 September 2006 at Bitec Bangna

From ABCD

Your monthly ABCD credit is due on 23 September 2006

Thank you.

SMS @t Site – Welcome Type

DTAC welcomes you to ICT Trade Exhibition, please go to Booth D2 to see our new exciting services

SMS @t Site – Coupon TypeHP Laser Jet X promotion! Show this coupon to get 15% special discount.

•The SMS coupons may be sent sometime after the customer replies the message

• When they leave the area the will get SMS thank you and farewell message.

Corporate Ring4U Functions

• Special Song Special Days: Corporate can set personalized Ring Back Melodies for specific dates

• Special Songs Special Friends: Corporate can set personalized Ring back Melodies for specific Caller’s numbers

• Your Song Your Time: Corporate can set personalized Ring Back Melodies for specific time of the day

• New Function:• Corporate customer can create sub-users (10 users)• Corporate can set up custom voice greetings for each

caller or department• Corporate is able to record their greeting• Special Song Special Group of Friends

New Mobile Advertisement Channel

Corporate

Mobile Network

AdRing + Ring4U

Service End-User

Free Ring4U

Target Audience

Sponsor

What is Voice Messaging?

The service that is able to broadvast voice messages to multiple recipients at one time by just adding list of telephone numbers, voice message file, and sending schedule, then the system will call out to recipients on schedule and play pre-recorded voice message

What Benefits from Voice Message?

• Automating routine calls• Build brand loyalty• Communicate in the language of

your voice• Delivering voice messages

efficiently• Easy to learn, use and manage• Expanding call capacity faster

and lower cost• Expanding hours of operation

What Benefits from Voice Message?

• Internal communication for groups or staffs• Minimizes cost• Providing high volume notifications• Reducing cost of call center agent turnover• Send voice messages to all recipients at one time• Update information on demand

CONTENTCONTENT

• What is Mobile Marketing?• Why Mobile Marketing?• Types of M-Marketing: Push & Pull Service• Why it is the right time?• Case Study and Solution Sample• Best Practice and 10 Rules for High-Response

Mobile Marketing Campaign

Best Practices in Mobile Marketing

• Ask for Permission-Avoid SPAM

• Optimize Content for Multiple Devices– Java– Symbian– WM5– Palm

• Track Your Results

Ten Rules for High-Response Mobile Marketing Message

• Avoid Spam

• Direct to Target Audience

• Combine with Non-advertised Content

• Make the Message Entertaining

• …or Valuable

Ten Rules for High-Response Mobile Marketing Message

• Provide incentives

• Build in viral effects

• Combine with location sensitivity

• Stimulate interaction

• Integrated Mobile Marketing with other Channels

Source: Forrester Research

Ten Rules for High-Response Mobile Marketing Message

• Provide incentives

• Build in viral effects

• Combine with location sensitivity

• Stimulate interaction

• Integrated Mobile Marketing with other Channels

Source: Forrester Research

CONCLUSIONCONCLUSION

• Mobile marketing will increasingly be utilized to market to business-to-business customers and internal audiences (employees, sales channels)

• Companies will increasingly look for partners who can create truly integrated mobile marketing programs

• Client demand and new technologies will drive better measurement of mobile marketing programs